For my money, it’s heavily influenced by last year’s YouTube classic “Free Hugs Campaign.” Which I think was a song promo, really. Whatever it was, it had that warmth that made it infectious and the original has over 8 million views. Plus, look at the amount of spin-offs and comments that have been made. Definitely in the phenomenon category.
I don’t feel the same warmth for the Kleenex campaign, but it’s interesting nonetheless… worth having a look at, at least!